ROLE: UI/UX DESIGNER
In Q4 of 2017 we began to notice that our dropoff rate on the payment page was growing steadily, approaching almost 80%. Immediately we hopped into action and zeroed in on the final pages in our funnel. We decided to run an A/B test for a 1-Step vs. 2-Step Payment Page, while also optimizing the page sent prior to checkout.
THE UNLOCK PROFILE PAGE:
We created a brand new page in our flow that served as an education piece. The goal of this page was 2 pronged:
1. To become more transparent earlier in the flow that this is a paid service, and to speak to the value of a membership.
2. To educate the consumers around what data sources we use, and what kind of information we gather.
1-STEP PAYMENT PAGE:
For this version of the test we got rid of a ton of junk on the page and focused in on highlighting the plan pricing and having and easy to use payment form.
2-STEP PAYMENT PAGE
For the second half of the test we broke up the payment process into 2 steps.
1. Plan selection